Social Media Marketing Strategy
Table of Contents
Table of Contents Brand Overview
1
2 2 2
About Metro Atlanta Land Bank
SWOT Analysis
Social Media Strategy
4
Draft Website
8
Newsletter/Mailing List
9
Facebook Linkedin Instagram
10 11
13
Social Media Strategy Snapshot
14
Social Media Action Plan Social Media Content Plan
15 17
Posting Schedule
20
Further Recommendations
21
Me t ro At la n t a La n d Ba n k | So c ia l Me d ia Ma rke t in g St ra t e g y Pla n 1
Brand Overview ABOUT METRO ATLANTA LAND BANK
Metro Atlanta Land Bank (MALB) transforms neighborhoods into thriving communities through acquiring desolate residential and commercial properties, extinguishing delinquent taxes then returning them to productive status. “Along with our partners, we lead the way in eliminating blight in Atlanta.” TAGLINE Affordable Housing. Vibrant Communities. Economic Opportunities. VISION Metro Atlanta Land Bank will support the creation of vibrant communities, affordable housing and economic opportunity by providing market and affordable housing, and public space for the residents of Metro Atlanta. (Derived from the Strategic Articulation Map) VOICE
● Transparent ● Professional ● Knowledgeable ● Innovative and forward-thinking ● Mission-driven
BUSINESS MODEL Metro Atlanta Land Bank’s purpose is to: 1. Acquire tax delinquent, vacant, abandoned and dilapidated properties 2. Extinguish past due tax liens held by the city 3. Facilitate the return of these properties to productive use UNIQUE SELLING POINT
Metro Atlanta Land Bank is the only authority (under the law) within Atlanta who’s capable of clearing delinquent taxes on properties. This unique capability positions them as a primary resource for attractive real estate investment opportunities that benefits the community as well. SWOT ANALYSIS STRENGTHS ● Uniquely positioned to create investment opportunities that benefit both the investor and the community ● Mission driven organization with a strategically planned vision and clear performance indicators WEAKNESSES ● Improvement in quality of photos is needed
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● Previous branding and website was outdated ● Lack of social media presence OPPORTUNITIES ● The organization is currently undergoing a rebrand and website redesign ● Social media profiles are being created ● Expansion to include additional cities will in turn expand the brand’s reach THREATS ● Inventory can be limited ● Appealing to investors and securing funding can be challenging
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Social Media Strategy SOCIAL MEDIA VISION
Metro Atlanta Land Bank social channels that consistency elicit awareness and encourage knowledge building as well as share promising investment opportunities and housing community development. SOCIAL MEDIA MISSION To utilize social media in engaging Atlanta residents, investors and community partners in our mission to eliminate blight and build thriving communities. OVERALL SOCIAL MEDIA GOAL Metro Atlanta Land Bank will utilize social media to primarily connect and engage with potential investors and organizations to possibly partner with. SOCIAL MEDIA GOALS AND OBJECTIVES ● Create, setup and optimize branded social media profiles ● Teach and educate target audience about MALB and what they are about ● Build brand awareness ● Encourage word-of-mouth ● Encourage employees and stakeholders to engage with the organization’s social media profiles ● Identify and engage with the target audience and: ○ Potential brand ambassadors ○ related publications and well-known contributors ● Participate in various online communities
● To create an engaging and resourceful voice on social media SOCIAL MEDIA TARGET AUDIENCE
● Location: Metro Atlanta ● Age: 30 - 60 years old ● Interests:
○ Community initiatives
■ local community development ■ Neighborhood improvements ■ revitalization of blighted streets
○ Affordable housing
■ building and developing affordable housing ■ investing in affordable housing
○ Social Impact
■ Making a difference
○ Real estate
■ Real estate investing
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TARGET AUDIENCE PROFILES ● Real Estate Investors ● Homebuyers
● Land Bank Partners ● Builders/Developers
○ Affordable Housing ○ Commercial ● leaders in nonprofit organizations
○ Affordable Housing Organizations ○ Community Development Organizations
● commissioners/city council members ● community leaders ● city related housing partners
KEY IDENTIFIERS
● Leaders and decision makers ● Self starters ● Investors ● Trustworthy ● Passionate and driven ● Finds fulfillment in giving back ● Community-minded
○ Involved in local community initiatives ○ Dedicated to building a better community ○ Passionate about making affordable housing available
CHALLENGES/PAIN POINTS ● Finding properties to invest in with attractive ROI and community impact ● Found a property to invest into but it’s been tax delinquent ● Looking for affordable housing ● Looking for a property to build an affordable housing project on PROSPECTING STRATEGY
● Create conversation starters and engaging content ● Join and engage in Facebook and LinkedIn groups ● Work with business and community partners ● Actively participate in relevant city initiatives BRANDED KEYWORDS ● MALB ● MALB AVE
● MALB Affordable Housing ● MALB Vibrant Communities ● MALB Economic Opportunities ● Metro Atlanta Land Bank ● Metro Atlanta Land Bank AVE ● Vibrant Communities Atlanta
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KEYWORDS
● Affordable housing
○ affordable housing Atlanta ○ Affordable housing online ○ affordable housing application ○ affordable housing program ○ Affordable housing finance ○ affordable housing grant ○ affordable housing nonprofits ○ affordable housing qualifications ○ One Atlanta affordable housing plan ○ Atlanta communities real estate ○ local Atlanta ○ Atlanta neighborhood ○ Atlanta real estate for sale ○ Atlanta real estate investors ○ land banking investment ○ land banking real estate ○ land banking finance ○ land banking functions ○ land banking application ○ land banking investors ○ land banking for affordable housing ○ land banking opportunity
● Atlanta communities
■ Atlanta neighborhood development partnership
● Real estate Atlanta
● Land banking
● Tax abatement
○ tax abatement application
● Community Land Trust
○ Community Land Trust homes ○ Community Land Trust Atlanta DIGITAL ASSETS TO UTILIZE ● Website ● Social Media ○ Facebook ○ LinkedIn ○ Instagram ● Blog ● E-newsletter PLATFORMS POPULAR WITH COMPETITION Network Tri-COG Land Bank Houston Land Bank
Lucas County Land Bank
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✓ ✓
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LinkedIn Website
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SOCIAL MEDIA PLATFORMS TO LEVERAGE ● Facebook ● LinkedIn ● Instagram
Initially, social media will be used as a teaching and information dissemination tool for Metro Atlanta Land Bank. As new inventory of properties rolls in, we’ll utilise these platforms to market these properties to appeal to prospective homebuyers, builders and investors. Facebook and LinkedIn are great platforms to share a wide variety of content including internal updates, features on publications, polls, videos, thought provoking quotes, relevant curated content etc. Leveraging Metro Atlanta Land Bank’s current network will be important in expanding reach. Thus, creating and publishing content that its followers will be motivated to share is crucial. Another key aspect of these platforms are the groups within them. Finding the right ones to join and engage in is important in brand awareness as well as prospecting both investors and potential partners. Instagram will be used primarily to create a visual narrative of MALB’s involvement in revitalizing communities. We’ll also utilize this platform to share informational content to educate the target audience and appeal to current and potential partners and investors as well as brand ambassadors.
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Draft Website: http://yourcrescendo.com/sandbox/malb-bench/ AUDIT ● Design is updated ● photography used in hero slider needs to be adjusted to make the text more legible ● Content on the old site is full of jargon RECOMMENDATIONS ● Change photos used in hero slider or apply a filter to make the text more legible ● Use high definition photos of both the acquired and rehabilitated properties (before and after) ○ Simplify jargon and terms - this will make the organization more relatable and the content easier to digest for some of our audiences, especially the homebuyers and community leaders ● Add Facebook messenger onto website (Daniellie (SMM) and Website Developer have to collaborate on this one) ● Consider categorizing MALB’s programs into who its intended for (similar to how Houston Land Bank did it: https://houstonlandbank.org/programs/) FUTURE CONSIDERATIONS ● An inventory map like this: https://houstonlandbank.org/property-inventory-and-historical-lot-home- sale/ ● Once social media channels are set up, add the links into the website ● Embed a pop-up signup form to capture leads and build email list ● Look into rewriting content on the website to reduce the use of jargon
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Newsletter/Mailing List AUDIT Current Insights, as of October 2020: ● Contacts: 184 ● Campaigns sent per month: 1 ● currently utilised to share board meetings and announcements ● well organized email lists
RECOMMENDATIONS ● Create a diversified content strategy to appeal to different audiences
○ Offer subscribers first glance to upcoming properties for sale (will be valuable to homebuyers, investors, builders and community developers) ○ use it as an opportunity to educate and inform about MALB and their programs ○ Details of their projects’ impact to the community (leaders, nonprofit organizations and the community at large will benefit from these) ● Embed a pop-up signup form on the website to build list ● Create an email list for prospective homebuyers
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Facebook AUDIT
● Facebook page: Not setup yet
GOALS: By the end of December 2020, Metro Atlanta Land Bank will have: ● 100 Facebook page likes ● At least 5 reviews on the page ● Minimum of 2% engagement rate per month ● Minimum of 100 reach per month ● Increase click-through rate to website CONTENT STRATEGY
We will share internal updates, branded imagery, curated content, publication features and videos to showcase Metro Atlanta Land Bank’s (MALB) community impact and the opportunities they have available, such as properties for sale and new housing projects, to transform Atlanta for the better. The plan is to post 1-2 times per week (to start) then recalibrate the frequency of posting after 3 months. The target is for each post to generate at least 5 reactions, 2 comments and 1 share. ENGAGEMENT STRATEGY We’ll use the Facebook page to engage with MALB’s current and potential partners, the local government and their initiatives related to MALB as well as relevant local influencers and community leaders. The plan is to like 25, comment on 10 and share 1 to 2 posts by others every week. We’ll also utilize the power of various Facebook groups to establish brand awareness and engage with the target audience. Thus, we’ll join 2 to 3 Facebook Groups per week. RECOMMENDATIONS: ● Set up and optimize Facebook page ● Create a messaging system for Facebook ● Research a list of Facebook Groups for the brand to join and engage in ● Include the page's link onto the: ○ website ○ newsletter ○ employees and stakeholders’ email signatures ● Create a newsletter to share the newly created Facebook page and encourage current network to follow it and share it to their network as well ● It might also be beneficial to include the Facebook page in the monthly board meeting newsletter
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Linkedin: https://bit.ly/3iM0p5p AUDIT Current Insights, as of October 2020: ● Followers: 171 ● Posts: None Team Profiles:
● Christopher Norman: https://www.linkedin.com/in/christophernorman/ ● Terica Bashir: https://www.linkedin.com/in/terica-bashir-86b3b995/ ● Michael Nesbit: Profile not found ● Jade Wiles: https://www.linkedin.com/in/jade-wiles-sr-5b8386156/ ● Pamela Preston: Profile not found ● Rhonda Corporal: https://www.linkedin.com/in/rhonda-corporal-321a5034/ GOALS: By the end of December 2020, Metro Atlanta Land Bank will have: ● 200 followers on the company page
● 10 page views per month ● 5 unique visitors per month ● 10 custom button clicks CONTENT STRATEGY
We will share a diverse mixture of original content, curated content, other people and organization’s posts and relevant videos to feature MALB’s expertise and leadership in the land banking landscape. We’ll also highlight the properties they have rehabilitated and what these properties look like now (before and after) including the impact these projects have had in the community. We will publish content 1-2 times per week (to start) then recalibrate the frequency of posting after 3 months. The target is for each post to generate at least 5 reactions, 2 comments and 1 share. ENGAGEMENT STRATEGY Since the page already has a following, it’s important to leverage it. We’ll re-share the best mentions we’ve received on the page, ideally 1 - 2 times per week.
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RECOMMENDATIONS: ● Optimize company page ● Encourage team to engage with the organization on LinkedIn:
○ update their profiles to reflect their connection with the organization ○ share posts by the organization ○ invite relevant connections to follow the page ● Create a list of LinkedIn groups that MALB employees can join and engage in ● Include the company page's link onto the: ○ website ○ newsletter ○ employees and stakeholders’ email signatures ● Add “Follow” button on the website ● It might also be beneficial to include the LinkedIn company page in the monthly board meeting newsletter ● Create a showcase page for each MALB program
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Instagram AUDIT
● Business account: Not setup yet
GOALS: By the end of December 2020, Metro Atlanta Land Bank will have: ● 50 followers ● At least 10 profile visit per week ● Reached at least 50 accounts per week ● gained 100 impressions per week ● 5 website visits per week ● A consistent posting schedule both on the feed and stories CONTENT STRATEGY
We will share a healthy mixture of original content and curated content to highlight MALB’s hands-on involvement in revitalizing underutilized communities. This will help build brand awareness and encourage engagement from the target audience. We will publish content in the feed and stories 1 - 2 times per week (to start) then recalibrate the frequency of posting after 3 months. The target is for each post to generate at least 5 reactions, 2 comments and 1 share. Instagram Stories Highlights: ENGAGEMENT STRATEGY The newly set up business account will be leveraged to engage with MALB’s current partners as well as potential investors and brand ambassadors. The plan is to like 25, comment on 10 and share 1 to 2 posts by others every week. We’ll also be following 5 - 10 accounts per week. RECOMMENDATIONS: ● Use high definition photos whenever possible ● Start engaging through following MALB’s current partners and relevant brands/organizations ● Follow the recommended schedule for posting and engaging ● Include website link onto the account bio ● Create branded highlight cover photos ● Cross post Instagram Stories to Facebook Stories ● Include the profile's link onto the: ○ website ○ newsletter ○ employees and stakeholders’ email signatures ● It might also be beneficial to include the profile link in the monthly board meeting newsletter
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Social Media Strategy Snapshot Social Media Objective Activity Frequency Targets Facebook Showcase MALB’s community impact and the opportunities they have available Post: 1-2/week (MW) Page Engagement: ● Like: 25/week ● Comment: 10/week By end of 2020: ● Likes - 100 ● Reviews - 5 ● Engagement Rate - 2%/mo
● Reach - 100/mo ● ↑CTR to website Engagement per post:
● Share: 1 -2/week ● Join FB Group: 2- 3/week
● Reactions - 5 ● Comments - 2 ● Share - 1
Post: 1-2 /week (MW) Page Engagement: ● Share mentions: 1-2 / week
By end of 2020: ● Followers - 200 ● Page views - 10/mo ● Unique visitors -5/month ● Custom button clicks - 10/mo Engagement per post:
Feature MALB’s expertise and leadership in the land banking landscape as well as their impact in the community. Highlight MALB’s involvement in revitalizing underutilized communities.
● Reactions - 5 ● Comments - 2 ● Share - 1
Feed Post: 1-2 /week (MW) Story Post: 1-2 /week (MW)
By end of 2020: ● Followers - 50 ● Profile visit - 10/week ● Reach - 50/week ● Impressions - 100/week ● Website Visits - 5/week Engagement per post:
Reel Post: 1/week (W) Guide: 1/month
● Reactions - 5 ● Comments - 2 ● Share - 1
Engagement: ● Like: 25/week ● Comment: 10/week ● Share: 1-2/week ● Follow: 5-10/week
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Social Media Action Plan Action Assigned to:
Facebook Page
Setup and Optimization Setup account/page Add Daniellie as admin on the LinkedIn account Optimize account/page for SEO and Branding Change name of organization on the LinkedIn Company page
Daniellie
Chris (client)
Daniellie
Daniellie
Create a custom username List programs on Facebook
Daniellie Daniellie Daniellie
Create a showcase page for each MALB program Create branded cover photos
Micah Create stories highlight cover photos Micah Add Reggie and client as admins Daniellie Create a messaging system ● FB: Create a greeting ● Create and setup automatic responses ● Create a messaging response system that can be used on all channels Daniellie Link publications (if available) Daniellie Add messenger onto Website Daniellie and
Website Developer Daniellie and Client
Establish an internal communications process to streamline the flow of content from internal team to posting on social media Add social media profile links to website Add social media profile links to newsletter Add social media profile links to stakeholders’ email signatures
Website Developer
Chris (client)
Chris (client)
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Action
Assigned to:
Facebook Page
Content Create a content calendar (1 month ahead) Curate content for 1-2 hours per week Create list of FAQs with answers Notify employees of posts upon publishing content on LinkedIn Create a Campaign Proposal for each campaign Hashtag research
Daniellie
Daniellie
Daniellie Daniellie Daniellie
Daniellie
Engagement Create a list of Facebook and LinkedIn groups Daniellie Join Facebook and LinkedIn groups Daniellie Engage within Facebook groups Daniellie Engage with potential investors Daniellie
Invite team and stakeholders to follow the LinkedIn company page Follow relevant organizations
Chris
Daniellie Daniellie Daniellie Daniellie Daniellie
Follow partners
React on relevant content Comment on relevant content
Share relevant content
Gather reviews on Facebook
Daniellie with Chris (client)
Analytics and Reporting Create a monthly analytics report to share insights Review analytics to adjust strategy accordingly
Daniellie
Daniellie
Me t ro At la n t a La n d Ba n k | So c ia l Me d ia Ma rke t in g St ra t e g y Pla n 16
Social Media Content Plan Metro Atlanta Land Bank (MALB) is an organization whose purpose is to create vibrant communities, offer affordable housing and generate economic opportunity within Metro Atlanta. VOICE ● Community-oriented
● Informative ● Innovative ● Resourceful ● Knowledgeable ● Passionate CONTENT TOPICS About Metro Atlanta Land Bank (MALB) ● How can MALB help you in your search for an affordable home ● Case studies ● latest news ● FAQs ○ What is a Land Bank? ○ What is the difference between a land bank and a land trust?
○ How do I purchase a property from the LBA? ○ How do I bank my property with the LBA? ○ Do Landbank properties only consist of land or also properties in need of rehabilitation? ○ Are landbank properties available for purchase by the public? ○ Is owner occupancy required to purchase a property from the land bank?
Talent Branding
● MALB at work ● What’s it like working at MALB ● Most rewarding moment while working at MALB ● What we’re currently working on ● Engaging stories ● Quotes MALB Programs
● Land Banking ● Tax Abatement ● Community Land Trust ● Chronic Distressed Property Strategy ● Side Lot Disposition Program ● Permanent Affordability Pilot Program ● Neighborhood Stabilization Program ● Reserved-Land Banking MALB Partners ● AHAND & its Member Organizations ● Atlanta Habitat for Humanity
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● Atlanta Development Authority ● BeltLine Partnership (BLP) ● City of Atlanta, Georgia Government Distressed Properties
● What are distressed properties? ● Status of distressed properties ○ Newly acquired properties ○ For sale properties ○ Recently sold ● How does MALB rehabilitate them? ● What are the steps to revitalize distressed properties? ● How can we apply to return a property to productive status? Thought leadership ● Affordable housing
○ acquisition and assemblage ○ Awarding of housing project
● Community initiatives
○ Creating and shaping vibrant communities
● Social impact ● Eliminating blight in Atlanta ● Relevant economic opportunities
Events/Workshops
● Upcoming events ● Teasers ● Behind the scenes ● Live coverage ● Highlights
Reviews/Feedback
● From past/current partners ● From employees and stakeholders ● From past/current clients (homebuyers) Social Impact ● What can MALB do for the community ● What MALB programs has done for the community ● Results CONTENT TYPES
Original Content Internal Updates
● Press releases ● New blog ● New resources ● latest updates or changes on application process ● Case studies
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● Feedback ● Review Branded, Informational Content ● Branded graphics highlighting key content topics ● Terms ● Did you knows ● Myth busting ● Quotes from team and/or stakeholders Calls to action ● Prospective properties (e.g. We’re looking for properties to return to productive status. Please get in touch if you know of a potential property we can look at.) Polls ● Engaging questions regarding key topics ● Audience research Acquired and Rehabilitated Properties ● Before and after photos (similar to this: https://bit.ly/2GW7frO ) ● Latest updates on properties ○ newly acquired
○ for sale (similar to this: https://bit.ly/33PMHKS ) ○ recently sold (similar to this: https://bit.ly/2GLwr4z ) ○ undergoing work ○ What are MALB’s plans to rehabilitate property
Videos
● Behind the scenes ● Event/Workshop coverage ● Highlight reel of events/workshops ● Client stories ● MALB’s impact to the community ● Video client feedback
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Curated Content Publications ● Publications that featured MALB (similar to this: https://bit.ly/3nFOrxQ ) ● Topics that are valuable to the target audience Other organizations/Partners/Affiliate Posts ● Relevant topics ● quotations ● collaboration Campaigns #YourNewHomeInvestment
This campaign revolves around highlighting properties that we recently acquired, currently rehabilitating and/or available for sale. The focus is to accentuate the properties’ potentials and its affordability. Every Story Counts This campaign is dedicated to telling the stories of properties that were purchased, rehabilitated and returned to the community by MALB. This will ideally be done through creating a video documenting the journey from start to finish; from scoping to purchase to rehabilitation to return to productive use. #LearnLandBank This campaign is for teaching our audience about land banking, MALB and their programs as well as other topics related to land banking and real estate investing. Brand Partners Engagement Specifically reach out to individual partners through creating and sharing a post to them while encouraging them to follow, connect and share our posts on social media to help us in Part of the series should be to share a post with each partner individually (see list above) to encourage them to follow us to help (AVE tagline). Posting Schedule
PLATFORM
MON
WED
Facebook Page
8 AM
8 AM
LinkedIn Company Page
8 AM
8 AM
3 PM
3 PM
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Each content, especially evergreen ones, will be repurposed and replicated for cross-posting in all three channels with slight variations based on the platform’s features and demographics. This will be reflected in the content calendar. Further Recommendations: Team Engagement While the primary purpose of utilizing social media is to engage with potential investors, it’s also important to use it to engage within. Metro Atlanta Land Bank’s current staff, Board of Directors and primary stakeholders can act as brand ambassadors and facilitate word of mouth on social media. Create a Google My Business Listing Since MALB is a local organization, it’s important for it to be visible on Google search as well. PR Media coverage is significant in increasing brand equity for brands like MALB online. The process doesn’t stop at creating the press release; distributing it efficiently and to the right sources is also an important part of the process. It’s also a great content pillar for social media. The following are key tasks to consider executing: ● Look into enhancing press release distribution ● build a journalist email list to further improve press release distribution ● Reach out to local contributors and writers to pitch a story ○ Look into getting featured on One Atlanta Storyboard (writer: Keith Whitney)
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